Sweet Dreams Are Made of This

23 September 2003

Sleeping on the job is usually a no-no, but executives at Sheraton Hotels & Resorts have slumbered on hundreds of mattresses, pillows and bed linens to develop the brand`s newest signature: the Sheraton Sweet Sleeper Bed(sm). The hotel giant and its owners and franchisees are spending more than $75 million to put 110,000 new beds in 200 hotels in North America.
Some may say that Barry Sternlicht is obsessed with helping people get a good night`s sleep. The Chairman and CEO of Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), Sheraton`s parent, has spent the last five years upgrading the beds in his hotel rooms. In 1998 when he launched W Hotels he modeled the brand`s bed after his own bed at home. In 1999, Sternlicht started a bedding revolution when he threw out all the old beds at Westin Hotels and introduced the now iconic Westin Heavenly Bed(R). Now he`s tackled Starwood`s most global and oldest brand, Sheraton, and developed a luxurious multi-layered custom designed bed that features an 11.5 inch thick, high coil count Sealy Posturepedic(R) Plush Top mattress, down and allergy sensitive pillows and crisp cotton sheets. In a nod to Sheraton`s classic aesthetic, the beds feature a selection of duvet patterns inspired by timeless tattersall checks, hound`s-tooth and pinstripe patterns in rich color tones.
“I have always been somewhat astounded by how little hotel companies invest in their beds considering that our primary product is a good night`s sleep,” said Sternlicht. “When we launched the Heavenly Bed in 1999, other hotel executives thought we were crazy. Four years later Westin`s guest satisfaction scores, market share and global growth are up significantly, and we`re selling our Heavenly Beds everyday to our guests. I am just thrilled to introduce a great new bed to our classic brand and improving the sleeping experience of more travelers.”
By the end of this year, more than 50,000 new beds will be installed in hotels throughout North America - accounting for 70% of Sheraton`s total room inventory here. By the end 2004, all Sheraton hotels will feature the Sheraton Sweet Sleeper Bed, totaling more than 70,000 rooms in 200 hotels. New beds will also be installed in London and Latin America.
Spend the Night and See for Yourself

- The Sheraton Sweet Sleeper Bed is the latest in a series of enhancements designed to elevate the brand to the top of the upscale hotel segment. Since 1998, more than more than $1 billion has been invested in upgrading the Sheraton brand, primarily in renovations. Sheraton`s design team, recruited from Ralph Lauren, Holly Hunt, and Williams-Sonoma has revamped Sheraton`s room design and created a portfolio of five lifestyle guestroom designs that are rolling out around the country.
“During my 30-year career at Sheraton I have never seen the brand in such excellent shape with so much momentum,” says Bob Cotter, Starwood`s Chief Operating Officer. “Just last year we introduced The Sheraton Service Promise, and this year Sheraton rolled out a new ad campaign, a great new room design and tougher brand standards throughout the United States. And now with the roll-out of thousands of Sheraton Sweet Sleeper Beds, there has never been a better time to spend the night with Sheraton and see for yourself.”
The Sheraton Service Promise, promises if you`re not satisfied, just tell us and we`ll take care of it. Here is how the Sheraton Service Promise works: if a guest should happen to have a problem during their stay, they need only tell a hotel associate and they`ll immediately take steps to correct the problem. Plus, the guest will automatically receive compensation for their problem - an extra step to ensure the guest is satisfied. Since the introduction of The Sheraton Service Promise, guest satisfaction scores have reached the highest in the brand`s history, guest complaints have declined and fewer problems are being reported.
“We made a promise to our guests to build upon our commitment to service and provide comfort and style with our new room design,” says Norman MacLeod, Executive Vice President for Sheraton Hotels & Resorts. “The Sheraton Sweet Sleeper is just yet another reason for travelers to take a new look at the new Sheraton.”
Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) is one of the leading hotel and leisure companies in the world with more than 740 properties in more than 80 countries and 105,000 employees at its owned and managed properties. With internationally renowned brands, Starwood is a fully integrated owner, operator and franchisor of hotels and resorts including: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W brands, as well as Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwood.com
* Please contact Starwood`s new, toll-free media hotline at (866) 4-STAR-PR (866-478-2777) for photography or additional information.**